Ades some of shop and Unilever is criticized

Manufacturer of fruit juice soy-based who discovered a batch of the product contaminated with caustic soda, Unilever suffers wear and tear on your image, is facing falling sales of juice Ades and, at the same time, have to prepare to negotiate with retailers. They do not want to assume the injury withdrawal of various products of the gondola.
Sales of the different flavors of fall Ades juice for five days, according to calculation of retailers heard. The value found that the sale of trademark Ades in 2011 reached r $ 540 million, about $ 45 million per month. A batch of a production line of Apple juice was contaminated with a solution of caustic soda. Ninety-six units were affected, a number considered small compared to annual production (Ades has 45% of the market), but there was a chain reaction.
Some retailers-Walmart, Grupo Pão de Açúcar and Probe-took a preventive measure and withdrew all products Ades from shelves. The Sugar Loaf just kept in stores products with 200 milliliters (which are out of risk). The value found that Unilever came to ask for some networks to not withdraw all of the stores. Carrefour withdrew only the items in the batch. The juices that come out of the shelves are in the inventories of stores or distribution centers.
"It was a damned job. Imagine removing everything from all stores and arrange for the distribution center. And we still have that hope, when the product back to the store and back, it is sold, "said a retailer.
Soy Sufresh marks (Wow) and Vita (Yoki) occupied the space of trademark Ades, who had on average half the shelves of juices made from soy. Preliminary conversations that occurred this week, between executives from Unilever and retail networks treated the problem. "In relation to the contaminated batches, it is already agreed that they [Unilever] bear with the injury, we will lessen the loss of close duplicates. But it is not hit yet what do we do with what was removed from shelves by prevention. And if you go back to the stores and consumers no longer buy? Can I cancel new orders ever made? ", said the Director of a network. Sought, Unilever is not expressed.
According to three retail networks heard yesterday, between Friday of last week (a day after Unilever have reported contamination) and Monday of this week, there was a fall in demand from the juices. In a large supermarket chain, the decline in the sale of trademark Ades, in General, was 27% in this range. In another network of hypermarkets, the reduction was of 35%, and in a medium-sized network of 22%.
That calculation of the fall left to be done by the networks on Tuesday (the accounts cover until Monday), because on that date the retailers began to withdraw from the gondolas lots of juice Ades. On Monday, the national health surveillance agency (Anvisa) published the suspension of the manufacture, distribution, sale and use of all products Ades of a production line of the company. Products manufactured by this line can be identified by the initials AG.
The effects on the mark are already being felt, experts say, with wear from negative exposure of brand-focused on the ideal of quality products and whose slogan is "feel the healthy energy". "So far, the population did not hear the voice of no one from Unilever in a public apology. It was a disappointing stance. The company lost the chance to do the same as Coca-Cola in India in 2003, "said Jose Roberto Martins, President of GlobalBrands consulting. That year, a study revealed the presence of pesticides in Coca-Cola soft drinks sold in the country.
"Coke threw away all soft drinks sold in all stores in the country. Ended up reversing the negative image. Showed that money is less important than the image of the brand, "he said.